Contents üAviation industry üCompany profile – Kingfisher Airlines ü7p’s Analysis ü3c’s Analysis üCustomer recovery & relationship management

üCompany Profile – Jet Airways ü7p’s Analysis ü3c’s Analysis üCustomer recovery & relationship management üComparison – Kingfisher Airlines & Jet Airways

Aviation Industry in India ü Civil aviation in India started with its first commercial flight on February 18, 1911 ü Journey from Allahabad to Naini ü First domestic air route between Karachi and Delhi was opened in December 1912 by the Indian State Air Services in collaboration with the Imperial Airways, UK as an extension of London-Karachi flight of the Imperial Airways.

Sector structure/Market ü With a growth rate of 18 per cent per annum, the Indian aviation industry is one of the fastest growing aviation industries in the world. ü Today, private airlines account for around 75 per cent share of the domestic aviation market. ü India has jumped to 9th position in world's aviation market from 12th in 2006. The scheduled domestic air services are now available from 82 airports as against 75 in

Road Ahead ü Passenger traffic is projected to grow at a CAGR of over 15 per cent in the next 5 years. ü The Vision 2020 statement announced by the Ministry of Civil Aviation, envisages creating infrastructure to handle 280 million passengers by 2020. ü Investment opportunities of US$ 110 billion envisaged up to 2020 with US$ 80 billion in new aircraft and US$ 30 billion in development of airport infrastructure.

Company Profile ü Kingfisher Airlines Limited is

India's largest airline. ü Based in Bangalore. ü Operates more than 400 flights a day, network of 77 destinations, with regional and long-haul international services. ü One of six airlines in the world to have a five-star rating

ü Main bases: § Bangalore's Bengaluru International

Airport § Mumbai's Chhatrapati Shivaji International Airport § Hyderabad's Rajiv Gandhi International Airport § Delhi's Indira Gandhi International Airport. ü Through one of its holding companies United Breweries Group, has a 50 percent stake in low-cost carrier Kingfisher Red, formerly known as Air Deccan.

ü May 2009, Kingfisher Airlines carried more than a million passengers, giving it the highest market share among airlines in India. ü Frequent flyer program called King Club. ü A strategic code-sharing agreement with Jet Airways, & an alliance with the Hilton Hotels Corporation. ü Headquarters: UB City, Bangalore

ü Started operations on 9 May 2005, following the dry lease of four brand new Airbus A320-200 aircraft. ü Its first flight was from Mumbai to Delhi ü At the launch of the airline, Dr. Mallya said that he is "committed to achieving our ambition of making Kingfisher Airlines India's largest private airline both in capacity and market share by 2010.“ ü Brand ambassador : Deepika Padukone

ü In January 2007, Kingfisher entered into a multi-year partnership deal with Toyota Motorsport to be an official partner of the Toyota F1 racing team. ü In October 2007, the airline announced Deepika Padukone as its brand ambassador, replacing Yana Gupta. ü In September 2008, Kingfisher announced its plans to raise US$ 100 million through equity.

ü On 13 October 2008, Kingfisher chairman Vijay Mallya and his Jet Airways counterpart Naresh Goyal announced a strategic alliance after a meeting in Mumbai. ü The alliance was formed to implement code-sharing between the two airlines on both domestic & international flights, joint fuel management to reduce expenses, common ground handling, joint utilization of crew & sharing of their frequent flier programmes, namely King Club & Jet Privilege. ü On 12 January 2009, Kingfisher Airlines announced its alliance with Hilton HHonors, the guest rewards program for the more than 3,000

7P’s Analysis Product: ü Domestic & International Air Transport Service. ü 74 domestic destinations & 3 international destinations in 3 countries across Asia & Europe. ü On 3 September 2008, Kingfisher Airlines began its international operations by connecting Bangalore to London.

Services: Domestic & International: ü Kingfisher First ü Kingfisher Red ü Kingfisher Class Place: ü Services ranges from Ahmadabad to Agartala & to the major cities such as Delhi, Bangalore, & Chennai etc. ü The main strategy that kingfisher follows is to target the metro cities or the tier 1 cities in India.

Promotion: ü Events & advertisements ü Multiple touch points & finer promotional services working for the promotional activities. ü Loyalty & frequent flyer programs are also carried out.

 Price:  üHigher income group as well as the  upper middle class background.  üThe youth & the high lifestyle segments.  üSec A, sec B+ socio economic class  mainly in the age group of 25-45 years:  a specific prices offered by kingfisher.  üServices offered by kingfisher do  emphasis on their policy to target those  segments which are willing to pay for  luxury.  People:  ü Hospitality industry, Interpersonal skills,  aptitude, & service knowledge people.

Physical evidence: ü Exclusive lounge space, Hi! Blitz, Gourmet cuisine, world class cabin crew, 5 trendy video- Fun TV, 10 music stations -Kingfisher Radio . Process: ü Booking the ticket-online booking ü Tele-booking ü Kingfisher outlet.

3C’s Analysis Customer: üBusiness Class travelers, Corporate, Leisure travelers, Students, King Club members Company: üKingfisher Airlines Airbus A320-200 taxiing at Bangalore International Airport, ATR 72-500, Airbus A330-200, Kingfisher Airlines' fleet

Communication: üAdvertisements in television, newspapers, business magazines, etc. üVery famous Kingfisher Yearly Calendar. üSponsorship to various events. üLoyalty programs like King Club.

Customer Recovery & üFrequent Flier Program üKing Club Membership üMileage Accrual Benefit üAirport Facilities for King Club Members

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